TENSE/PAST

Smoking continues to be the largest single cause of preventable death and disease in the country. Unfortunately compared to early years, smoking numbers have been increased tremendously especially among the professional groups. As a result of this, the National Cancer Society of Malaysia (NCSM) brand has somehow failed to communicate this and lost some of its single-mindedness. This has prompted NSCM to reinitiated a new creative approach to nip this habit in the bud.

In partnership with NCSM, our creative team developed a new brand awareness that aimed promarily at professional working class in a wittingly, cool, clean crispy-led execution. Leveraging on cigarette’s length, the message was exceptionally work wonderfully well in visuals.

‘TENSE- Smoke, PAST - Final drag of a cigarette and, PAST TENSE- Left not only Cigarette butt but you too.